“A Few Good Kids?”

As the kids return to school, a couple of interesting articles dealing with the subject of military recruiting on campus:

A Few Good Kids?

(Mother Jones) Sept/Oct 2009 - John Travers was striding purposefully into the Westfield mall in Wheaton, Maryland, for some back-to-school shopping before starting his junior year at Bowling Green State University. When I asked him whether he’d ever talked to a military recruiter, Travers, a 19-year-old African American with a buzz cut, a crisp white T-shirt, and a diamond stud in his left ear, smiled wryly. “To get to lunch in my high school, you had to pass recruiters,” he said. “It was overwhelming.” Then he added, “I thought the recruiters had too much information about me. They called me, but I never gave them my phone number.”

Nor did he give the recruiters his email address, Social Security number, or details about his ethnicity, shopping habits, or college plans. Yet they probably knew all that, too. In the past few years, the military has mounted a virtual invasion into the lives of young Americans. Using data mining, stealth websites, career tests, and sophisticated marketing software, the Pentagon is harvesting and analyzing information on everything from high school students’ GPAs and SAT scores to which video games they play. Before an Army recruiter even picks up the phone to call a prospect like Travers, the soldier may know more about the kid’s habits than do his own parents.

The military has long struggled to find more effective ways to reach potential enlistees; for every new GI it signed up last year, the Army spent $24,500 on recruitment. (In contrast, four-year colleges spend an average of $2,000 per incoming student.) Recruiters hit pay dirt in 2002, when then-Rep. (now Sen.) David Vitter (R-La.) slipped a provision into the No Child Left Behind Act that requires high schools to give recruiters the names and contact details of all juniors and seniors. Schools that fail to comply risk losing their NCLB funding. This little-known regulation effectively transformed President George W. Bush’s signature education bill into the most aggressive military recruitment tool since the draft. Students may sign an opt-out form—but not all school districts let them know about it.

Yet NCLB is just the tip of the data iceberg. In 2005, privacy advocates discovered that the Pentagon had spent the past two years quietly amassing records from Selective Service, state DMVs, and data brokers to create a database of tens of millions of young adults and teens, some as young as 15. The massive data-mining project is overseen by the Joint Advertising Market Research & Studies program, whose website has described the database, which now holds 34 million names, as “arguably the largest repository of 16-25-year-old youth data in the country.” The JAMRS database is in turn run by Equifax, the credit reporting giant.

Marc Rotenberg, head of the Electronic Privacy Information Center, says the Pentagon’s initial failure to disclose the collection of the information likely violated the Privacy Act. In 2007, the Pentagon settled a lawsuit (filed by the New York Civil Liberties Union) by agreeing to stop collecting the names and Social Security numbers of anyone younger than 17 and promising not to share its database records with other government agencies. Students may opt out of having their JAMRS database information sent to recruiters, but only 8,700 have invoked this obscure safeguard…

The rest here.

The Science Fiction of Military Marketing

by David Sirota

(OregonLive.com) 28 August - I’m a video game geek, so as I sat through movie previews a few weeks ago, I was sure I was watching Nintendo ads.

There on the cinema’s screen was a super-sleek plane flying over a moonscape while communicating with an orbiting satellite. In the next moment, a multicolored topographical map, orders being barked — and in my own mind, memories of “Call of Duty” graphics. And then, finally, two guys in front of a computer console, and the jarring punch line: “It’s not science fiction; it’s what we do every day,” said the bold type, followed by a U.S. Air Force symbol.

Before giving the audience a chance to digest the slogan, it was onto another montage, this one of helicopters and explosions with 1970s music playing in the background. A preview for a Steve McQueen-themed game, I thought. Then, though, the familiar kicker: “The drones fight terrorism and protect America, and in the process, they keep the front lines unmanned,” said the voiceover, adding, “This isn’t science fiction; this is life in the United States Navy.”

The ads preceded “The Hurt Locker” – a dramatized movie about soldiers who defuse roadside bombs in the midst of Iraq’s horrifying carnage. And even with its fictionalized dialogue, the film was far more honest than the U.S. military’s fantastical sales pitch. Join the armed forces, the ads suggest, and you don’t have to experience the blood-and-guts consequences of combat. Instead, thanks to drone technology, you get to hang out stateside and entertain yourself with a glorified PlayStation.

During this, one of the bloodiest months in the Afghanistan war, the spots promote a somewhat comforting, if disturbingly misleading, message — and it is aimed not just at potential soldiers, but also at the public at large.

For the former, the goal is reassurance. As Bush-era attempts to conflate bellicosity and patriotism were undermined by persistent body bags, military recruitment has become more challenging. In response, the Pentagon hopes to make prospective volunteers believe their tours of duty will be as safe as a night on the couch.

For the general public, the objective is sedation. New polls show the country strongly opposes the Afghanistan and Iraq wars — but military officials want to preserve the possibility of an escalation in Afghanistan and a permanent deployment in Iraq. So along with persuading President Barack Obama to withhold photos documenting fog-of-war brutalities at Afghanistan and Iraq prisons, the Pentagon is seeking an opiate to placate the war-averse populace. What better anodyne than a marketing campaign implying wars are fun video games?

Certainly, the ads aren’t pure “science fiction.” As the armed forces build more unmanned drones, Popular Science magazine reports that recruiters are indeed looking to add new remote pilots. The “science fiction” is the specific assertion that “the front lines are unmanned.” Claims like that are deeply destructive, beyond their obvious insult to the thousands killed, wounded and/or currently stationed on those very front lines.

For instance, it’s a good bet more than a few enlistees will expect their service to be happy video game tournaments, only to find themselves dodging real bullets in a Baghdad shooting gallery.

More broadly, the American psyche’s slow progress toward an increasingly peaceful disposition could be stunted by the propaganda’s powerful paradox: While sanitizing ads play to the country’s growing disgust with militarism, they could ultimately lead us to be more supportive of militarism. How? By convincing us that violence can be just another innocuous expression of adolescent technophilia.

If we end up thinking that, we will have once again forgotten what all wars, even the justifiable ones, always are: lamentable human tragedies.

When Second-Born Son comes home after his first day next week, he’ll have with him the usual huge stack of forms for us to fill out.  One of these forms has a place where we can opt him OUT of the information gathering program discussed in the first article linked here.

Does YOUR school district allow parents to do this?  Just wondering.